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Whenever there's a discussion about the need for the two major U.S. motorcycle manufacturers to diversify their lineups to reach new customers, there's pushback from some faithful, traditionalist customers. To put it simply, they don't want change.
They want Harley-Davidson to continue making big cruisers and touring bikes with air-cooled V-twin engines and the styling that just looks "right" in their eyes. They want Indian to continue turning out big bikes with big swooping fenders, maybe even some fringe or tassels, and a show-off look appropriate for leading the Fourth of July parade. People take it seriously. And personally. I mean, corporations do things that disappoint us all the time, but it rises to a different level when you have the company's logo tattooed on your arm. And that's never the case with Johnson & Johnson or IBM.
Here's the point I think gets overlooked: This is not an either/or situation. Harley-Davidson can, should and will continue to build Fat Boys even as it can, should and must build electric bikes, an adventure-tourer and other models to expand beyond its shrinking base. Indian should build Roadmasters right alongside the new performance bikes it's working on.
The news from the last two days illustrates this quite well as the two companies announced new, limited-edition models that play to their base.
An Indian for the elite
Indian today announced a 225-bike run of 2020 Roadmaster Elites loaded with all the features Indian can muster and slathered in special, hand-finished paint, "Thunder Black Vivid Crystal over Gunmetal Flake." The air-cooled Thunder Stroke 116 engine and the looks may scream traditional, but the Elite comes with three different ride modes, an integrated entertainment system with a seven-inch touch screen, and Bluetooth connectivity so it can work with Indian's Ride Command app, so you can get traffic and weather information or follow a pre-planned route with up to 100 points. Plus, there's the 600-watt sound system, heated leather seats, etc. The profile may suggest the 1950s, but the features list would have been unimaginable back when Chiefs with front fenders like this one were still rolling out of the Wigwam.
Of course you need a fairly elite bank account to own a Roadmaster Elite. The U.S. MSRP is a sobering $38,999. With its exclusivity, level of features and premium paint, the Roadmaster Elite is a direct competitor to Harley-Davidson's Custom Vehicle Operations (CVO) models, and as it turns out, the MoCo has some news in that area this week, too.
CVO Road Glide and 30th Anniversary Fat Boy
The CVO Road Glide is a mid-year addition to the CVO line. Like other CVO models, it gets the Milwaukee-Eight 117 powertrain and, of course, special paint that takes a while for Harley-Davidson to explain: "Premium Sand Dune monotone finish with pearl topcoat and subtle graphics highlighted by Smoked Satin Chrome, Gloss Black and Black Onyx finishes." Atop that, however, is a thick layer of Harley-Davidson tech.
The CVO Road Glide comes with Harley's Boom! Box GTS audio and infotainment system and a wireless headset that connects to it via Bluetooth. Mesh connection allows multiple riders to communicate. The system can be controlled through the touch screen, hand controls or voice commands. The bike also has Reflex Defensive Rider Systems, which incorporates traction control and anti-lock braking.
Ready for the sticker? Base price is $40,999.
The other, less limited edition Harley-Davidson announced yesterday was the Fat Boy 30th Anniversary Model, of which 2,500 will be built. Now powered by the Milwaukee-Eight 114 engine, the anniversary Fat Boy still has the look of the original that was featured in "Terminator 2: Judgment Day" in 1991. It still has the fat tires, big headlight, wide handlebar and disc wheels. Base price is $21,949.
All three of these motorcycles fly against the trends. Heavyweight cruisers are among the fastest shrinking segments in the U.S. motorcycle market. Riders are increasingly opting for smaller, lighter motorcycles or buying used to spend less. These models won't bring new customers to Harley-Davidson or Indian in any significant numbers, but they will please the faithful. For the few with the means to buy them, these limited-edition models satisfy a desire to own something special that combines the looks the traditionalists demand with the technology and conveniences people have come to expect in their cars, on the job, at home, everywhere. For those who can't afford these limited models, they serve as aspirational objects that only make the brand more desirable, or maybe as a bit of inspiration for customizing the rider's own, less exclusive machine.
Anyway, the important point to me is that they're still being built. When Harley-Davidson comes out with an electric scooter or builds a small-displacement bike in China for the Asian markets, and a long-time customer sneers, "That ain't no Harley," it will be worth pointing out that Harley-Davidson hasn't abandoned those traditionalists. You'll still get your big cruisers with the fancy paint.
But selling those future electric Harleys or Indian performance bikes will go a long way toward ensuring the two American companies will be able to keep making those big cruisers, rather than fading away like dozens of other U.S. motorcycle manufacturers before them.
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